2001 by methyae

VIEWS: 8 PAGES: 124

									ROAD SAFETY CAMPAIGN TRACKING
Presentation to:

DETR / COI

Thursday 19 April 2001 Pam Walker, RSGB
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ROAD SAFETY CAMPAIGN TRACKING AGENDA
 

Background / Methodology The Think! campaign – Think! generic campaign – Speed 2000 – Fatigue 2000 – Drink drive 2000 – Rear seat belts 2000 - 2001 – Child seat restraints 2001  Other campaigns – Mobile phones 2000 – Child road safety 2000  Local road safety measures  Ad hoc surveys

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ROAD SAFETY CAMPAIGN TRACKING METHODOLOGY



RSGB Omnibus


  

Representative sample of adults (16+) in GB
Random location method

130 sampling points per wave
Face-to-face in-home interviews, computer assisted

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ROAD SAFETY CAMPAIGN TRACKING BACKGROUND / METHODOLOGY



Monthly standardised tracking



Monthly questions on campaign awareness, content recall, recognition
Quarterly rotation of attitudinal questions, anti-social behaviour, local road safety measures Ad hoc questions as required





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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1

    

Generic campaign aimed at all road users

TV: 1 - 23 June, £2m, 400 ABCI TVRs
Radio: 22 June - 2 July, £300K TV: 25 August - 7 Sept, £800K + TV: 18 - 31 January, £700K +

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
       

Spontaneous awareness of publicity Spontaneous recall of publicity Advertising recognition Perceived target of advertising Logo recognition Meaning of logo Driver and personal action to avoid accidents Government and road safety issues
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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Spontaneous Awareness of “Road Safety in General” 100 80 60 40 20 0 Apr '00 May '00 Jun '00 Jul '00 Aug '00 Sep '00 Oct '00 Nov '00 Dec '00 Jan '01 Feb '01 Mar '01
%

Think Launch

Radio DD Fatigue RSB TV Think!

DD

DD

TV Think!
All drivers All adults

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Spontaneous Recall of General Road Safety Advertising % 18
Current campaign net total

7 17 13 15 6 10 8 29 29 15 12 14 19 9 20 Jun '00 Jul '00 Sep '00 Feb '01

Think!

Don‟t speed

Don‟t drink and drive

Base: All adults who recall publicity

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Prompted Recognition of TV Advertising 100
%

80

60 All drivers All adults 40

20

0 Jun '00 Jul '00 Aug '00 Sep '00 Oct '00 Feb '01

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Perceived Target of TV Advertising 100
%

80

60 Everyone All drivers People like me

40

20

0 Jun '00 Jul '00 Aug '00 Sep '00 Oct '00 Feb '01

Base: All adults who recognised advertising

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Logo Recognition %

100

80

Radio DD Fatigue RSB TV Think! Think Launch

TV DD Think! DD

60

40

All drivers All adults

20

0 Apr '00 May '00 Jun '00 Jul '00 Aug '00 Sep '00 Oct '00 Nov '00 Dec '00 Jan '01 Feb '01 Mar '01

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Logo Recognition %

Total Male Female
55

60 63

16 - 24

73 67 59 59 52

25 - 34
35 - 44 45 - 54 55+
Base: All drivers Jan - March 2001

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Meaning of Think! logo Jun „00 (873) % Think / think what you are doing Concentrate / be aware Think about your speed Think whilst / before driving Road safety / think safety Be careful / take care Think before you drink and drive Warning / alarm / hazard 32 21 16 19 10 9 4 4 Jul „00 (843) % 31 19 19 21 9 9 6 2 Aug „00 (636) % 27 18 22 20 11 9 3 4 Sep „00 (1158) % 25 13 28 22 11 8 6 5 Oct „00 (905) % 29 15 26 31 13 7 6 3 Feb „01 (1206) % 28 18 24 16 12 8 11 3 Mar „01 (1128) % 22 23 22 18 12 7 8 2

Base:

All adults who recognise logo

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ROAD SAFETY CAMPAIGN TRACKING THINK! 2000 - 1
- Driver and Personal Action to Avoid Road Accidents % Saying “Pay attention, be aware, concentrate”
%

100 80 60

Think Launch

Driver action Personal action 40 20 0 May '00 Jun '00 Jul '00 Aug '00 Nov '00 Dec '00 Jan '01 Feb '01

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ROAD SAFETY CAMPAIGN TRACKING THINK! GENERIC CAMPAIGN


Awareness not well measured by “road safety in general”
Spontaneous recall poor (or difficult to measure?) Recognition building up well Target is “everyone” but not “me” Logo recognition increasing with successive campaigns Good mix of messages from logo
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

  



ROAD SAFETY CAMPAIGN TRACKING THINK 2000 - 1
- “It‟s the small things we all do that lead to most of the accidents on our roads” April 2000 (1224)
27 Agree strongly Tend to agree Neither agree nor disagree / DK Tend to disagree Disagree strongly % 51 51 50 54 53

May 2000 (1199)
27

June 2000 (1242)

July 2000 (1177)
26

Aug 2000 (1215)
24

33

14 6

13 7

9 7

11 7

15 7

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING THINK 2000 - 1
- “The government appears to be taking road safety more seriously these days” March 2000 (1200) Agree strongly Tend to agree Neither agree nor disagree / DK Tend to disagree Disagree strongly % 45 18 April 2000 (1224) 13 May 2000 (1199) 12 37 June 2000 (1242) 13 39 July 2000 (1177) 9 35 Aug 2000 (1215) 9 37

45

24 14 15 7 20 16 6 18 9

20 18 10

24 23 9

25 20 9

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING THINK 2000 - 1
- “The government is doing more nowadays to protect children on our roads” April 2000 (1224)
13 Agree strongly 36 Tend to agree Neither agree nor disagree / DK Tend to disagree Disagree strongly % 24 23 21 7 23 11 23 24 10 26 27

May 2000 (1199)
10 32

June 2000 (1242)
10 33

July 2000 (1177)
9 30

Aug 2000 (1215)
9 30

23 12

25 9

Base: All drivers

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THINK SPEED!

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ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001



Radio: 6 - 9 September 2000 (fieldwork 6-10 September) 18 - 31 January 2001 (fieldwork 7-11 Feb) Spontaneous awareness of publicity Attitudes to speeding Acceptability measure

  

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ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001
- Spontaneous Awareness of Publicity %
100

Radio

DD

Radio

80 Drivers 60 Male drivers under 35 40 Commercial radio listeners / drivers

20

0 Apr May Jun '00 '00 '00 Jul '00 Aug '00 Sep '00 Oct Nov '00 '00 Dec '00 Jan '01 Feb Mar '01 '01

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ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001
- Attitudes to Speeding “The driver is always at least partly to blame if they knock over a pedestrian”
%
100 80 60 40 20 0 Jan May Aug Oct Jan Apr Jul Oct Jan Mar Jun Sep Apr Nov Mar '97 '97 '97 '97 '98 '98 '98 '98 '99 '99 '99 '99 '00 '00 '01
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% agreeing

All drivers Male drivers under 35

ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001
- Attitudes to Speeding “It is more important to keep up with the traffic than to keep to the speed limit”
100 80 60 40 20 0 Apr Jul '98 Oct '98 '98 Jan '99 Mar '99 Jun '99 Sep '99 Apr '00 Nov '00 Mar '01
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%

% disagreeing strongly

All drivers Male drivers under 35

ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001
- Attitudes to Speeding “30mph is too slow nowadays in residential areas”
100 80 60 All drivers Male drivers under 35 40 20 0 May '98 Jun '98 Apr '00 Nov '00 Mar '01

%

% disagreeing strongly

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ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001
- Acceptability of driving at 40mph in a 30mph area %
100

% considering it extremely unacceptable

80

60 All drivers Male drivers under 35 40

20

0 May Aug Nov Feb Apr Jul Oct Jan Mar May Jul Aug Sep Oct Jan '98 '98 '98 '99 '99 '99 '99 '00 '00 '00 '00 '00 '00 '00 '01
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ROAD SAFETY CAMPAIGN TRACKING SPEED 2000 - 2001



Consistently high level of spontaneous awareness Attitude and acceptability measures difficult to interpret by reference to campaign but some recent movement in right direction.



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THINK FATIGUE!

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000


1 week radio, August and October

Measurements used:

   

Spontaneous awareness of publicity
Advertising recognition Reported behaviour Perceived degree of danger Acceptability of driving whilst tired
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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Spontaneous Awareness of Publicity 100
%

80

Radio Radio
60 All drivers Male drivers under 35 40

20

0 Aug '00 Sep '00 Oct '00 Nov '00 Dec '00 Jan '01 Feb '01 Mar '01

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Radio Advertising Recognition Sept 2000 %

All drivers Drivers / daily radio listeners Male drivers

24 33 26 21 21 29

Female drivers
ABC1 C2DE

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Reported Behaviour % Who have ever carried on driving while too tired, Oct 2000

All drivers Male drivers under 35

43

55

Male drivers

52

Female drivers

31

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Perceived Degree of Danger Aug (1215) Sept (1212) Oct (1229) Nov (1196)

37 Extremely dangerous % Very dangerous Quite dangerous 19 Not dangerous 43

37

32

31

44

47

51

18

21

17

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Perceived Degree of Danger, September All drivers Aware publicity Recognise ad Radio listeners (1212) (569) (106) (465)

37 Extremely dangerous % Very dangerous Quite dangerous 18 Not dangerous 44

42

41

41

42

47

42

16

12

15

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000
- Acceptability of Driving Whilst Tired %

% considering it extremely unacceptable

100 80 60 40 20 0 Aug '00 Sep '00 Oct '00 Jan '01

Drivers Male drivers under 35

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ROAD SAFETY CAMPAIGN TRACKING DRIVER FATIGUE 2000



Good level of spontaneous awareness and recognition No effect on reported behaviour Perceived degree of danger marginally enhanced by campaign Young male drivers most at risk

 



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THINK DRINK DRIVE!

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
  

27 November - 31 December 2000 TV / Radio: Christmas music Spend: £1.3m



Fieldwork dates: – Pre: 1 - 5 November 2000
– Mid: 6 - 10 December 2000 – Post: 3 - 7 January 1999
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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000

     

Frequency of drinking alcohol away from home
Spontaneous awareness of publicity Spontaneous recall of publicity Slogan recall Prompted advertising recognition Attitudes to drinking and driving Personal alcohol limit
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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Frequency of Drinking Alcohol Away From Home All drivers (14487) 19 More than once a week About once a week 1, 2, 3 times a month Less often Never 19 16 % 24 24 18 22 27 Female drivers (6242) 11 20 Male drivers (8245) 26 23 26 21 15 15 10 17 12 Male drivers 17 - 34 (2300) 35

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Frequency of Drinking Alcohol Away From Home ALL DRIVERS
19 22 More than once a week About once a week 1, 2, 3 times a month Less often Never 16 15 15 14 19 % 24 24 17 21 15 22 22

MALE DRIVERS
26 30

MALE DRIVERS 17 - 34

35

39

23

22 26 21 14 10 17 12 17 9 9 27

2000-2001 1996-1997 2000-2001 1996-1997 2000-2001 1996-1997

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Spontaneous Awareness of Publicity %
100 80 60 40 20 0 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 00 00 00 00 00 00 00 00 00 01 01 01
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Xmas DD

DD Radio

Adults Drivers Male drivers under 35

ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Spontaneous Awareness of Publicity %
94 94 94 83 90 94 98 95 81 93

All drivers Jan '97 Jan '98 Jan '99 Jan '00 Jan '01

Male drivers under 35

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Spontaneous Recall of Publicity %

Campaign total

47 51 27 31 8 6 8 6 7 6 5 6 2 1
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Horrific car crash / scene of accident
Background of Xmas music Real film of crash

Dec '00 Jan '01

People being killed by DD
Police / emergency services Cliff Richard

Base: All drivers who recall publicity (938 / 1082)

ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Spontaneous Recall of Publicity %

Campaign Total
Horrific car crash / scene of accident Background of Xmas music Real film of crash People being killed by DD Police / emergency services Cliff Richard
3 5 4 3 1 6 6 8 11 10 26 36

51 51

Dec '00 Jan '01

Base: Male drivers under 35 who recall publicity (162 / 165)

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Spontaneous Recall of Publicity % recalling some detail of the campaign at post stage
Jan „01 (Christmas Tradition) Jan „00 (Prisoners) Jan „99 (Don‟t drink and die) Jan „98 (Responsibility) Jan „97 (Mirror, mirror)
Base: All drivers who recall publicity

51

39

54

19

57

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Spontaneous Recall of Slogan / Endline %

“Don‟t drink and drive” “DD is one Xmas tradition we can do without”
4 6 5 3 3 3 2 2

35 33

Other mentions of Xmas tradition “Don‟t drink and die” “Please don‟t drink and drive”

Dec '00

Jan '01

Base: All drivers who recall publicity (938 / 1082)

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Spontaneous Recall of Slogan / Endline %
“Don‟t drink and drive” “DD is one Xmas tradition we can do without”

33 30 8 9 5 3 7 6 3 1 Dec '00 Jan '01

Other mentions of Xmas tradition “Don‟t drink and die” “Please don‟t drink and drive”

Base: All male drivers under 35 who recall publicity (162 / 165)

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Prompted Recognition of TV Advertising %

All drivers

(1183) (1205) (515) (508) (207) (177) (668) (698)

54 59 53 59 57 59 55 59 Dec '00 Jan '01

Female drivers

Male drivers under 35

Male drivers

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Prompted Recognition of TV Advertising %
88 60

All drivers Jan '97 Jan '98 Jan '99 Jan '00 Jan '01
43 59

71

90

Male drivers under 35

66 70 52 59

0112ONSC01.PPT 49

ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Prompted Recognition of Radio Advertising, January %

All drivers (1205)
Commercial radio listeners / drivers (400) Male drivers under 35 (177) Male drivers (698) Female drivers (508)

18 34 25 22 14

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Prompted Recognition of Radio Advertising %
27 45

All drivers Jan '97 Jan '98 Jan '99 Jan '00 Jan '01
43 18 28

57

Male drivers under 35
25

49 59 52

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Attitudes to Drink Driving “ Even one drink makes me a worse driver ” % agreeing strongly
%
100 80 60 40 20 0 Dec '99 Jan '00 Apr '00 Nov '00 Dec '00 Jan '01 Mar '01

Xmas DD
All drivers Male drivers under 35

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Attitudes to Drink Driving “ Even one drink makes me a worse driver ” % agreeing strongly
%
100 80 60 40 20 0 Jan '97 Jan '98 Jan'99 Jan '00 Jan '01 All drivers Male drivers under 35

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Attitudes to Drink Driving %
100 80 60 40 20 0 Dec '99 Jan '00 Apr '00 Nov '00 Dec '00 Jan '01 Mar '01 All drivers Male drivers under 35

“It is safe to drive after two drinks” % disagreeing strongly
Xmas DD

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Attitudes to Drink Driving %
100

“It is safe to drive after two drinks” % disagreeing strongly

80

60 All drivers Male drivers under 35 40

20

0 Jan '97 Jan '98 Jan '99 Jan '00 Jan '01
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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Attitudes to drinking and driving % agreeing
22 15 14 44 Even one drink makes me a worse driver 52 39 25 19 61

If I drive carefully after drinking I am not likely to get caught by the police

1988 1996 2000

It's difficult to avoid some drinking and driving if you are going to have any kind of social life

Base:

Male drivers who drink away from home

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Driver and Personal Action to Avoid Road Accidents % Saying “Don‟t drink and drive”
% 100
80 60 40 20 0 Apr '00 May '00 Jun '00 Jul '00 Aug '00 Nov '00 Dec '00 Jan '01

Xmas DD

Driver action Personal action

Base: All drivers

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Acceptability of driving after drinking 2 pints %
100 80 60 40 20 0 Jan '00 Mar '00 May '00 Aug '00 Sep '00 Oct '00 Jan '01 All drivers Male drivers under 35

% Considering it extremely unacceptable

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Acceptability of driving after drinking 2 pints 100 80 60 40 20 0 May '98
All drivers Male drivers under 35

% Considering it extremely unacceptable

Nov '98

Feb '99

Jul '99

Jan '00

Jul '00

Jan '01

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
- Personal Beer Limit Affecting Driving 1.58 1.66 1.67 1.77 1.51 1.67

33

33

33

33

38

36

8 % 24 16 19

8 24

None at all
9 28 9 10 27 28 10 26

Half a pint 1 / 1.5 pints Two pints +

17 19 18 11 20 11 16 8 18 10

Never drink beer / DK

Dec

Jan

Dec

Jan

Dec

Jan

All male drivers

Male drivers at risk

Male drivers under 35 at risk
0112ONSC01.PPT 60

ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Personal Beer Limit Affecting Driving % saying can drink no beer at all 38

All male drivers

33 33 43 May '99 Dec '00 Jan '01

Male drivers under 35

37 34

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE
- Respondent definition of a drink driver Nov '97 Dec '97 Jan '98 Feb '98 Nov '98 Dec '98 Jan '99 (1214) (1259) (1239) (1253) (1175) (1244) (1206) After drinking any amount of alcohol After drinking one or two drinks After drinking three or four drinks After drinking five or more drinks When they have clearly had too much to drink None / DK 9 55 % 15 18 15 19 7 18 16 18 9 14 8 59 60 56 52 60 58

15 16 8

16 15 7

16 17 8

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ROAD SAFETY CAMPAIGN TRACKING DRINK DRIVE 2000
   

Spontaneous awareness higher than 1999 Good level of detailed recall “Xmas tradition” slogan not well recalled TV well recognised by all drivers, radio recognition poor Mixed impact on attitude measures but some encouraging longer-term trends
0112ONSC01.PPT 63



THINK REAR SEAT BELTS!

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ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS 2000 - 2001
- TV campaign, February 2000 - Radio Campaigns, August 2000, January 2001 -

  

Spontaneous awareness of publicity
Knowledge of effects Acceptability

0112ONSC01.PPT 65

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
- Spontaneous Awareness of Publicity %
100 80 60 40 20 0 Feb Mar Apr May Jun '00 '00 '00 '00 '00 Jul '00 Aug '00 Sep '00 Oct '00 Nov '00 Dec '00 Jan '01 Feb Mar '01 '01

TV Radio Radio
Drivers Adults 16 - 24 All adults

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ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident, they could seriously injure the driver ” % agreeing strongly %
100 80 60 40 20 0 Aug '99 Oct '99 Feb '00 Mar '00 Sep '00 Feb '01 Drivers Adults Adults 16 - 24

0112ONSC01.PPT 67

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident, they could seriously injure the driver ” % agreeing strongly
%
100

TV Launch

Radio

Radio

80 60 40 20 0 Jun '98 Jul '98 Oct '98 Apr '99 Oct '99 Mar '00 Sept '00 Feb '01 Drivers Adults Adults 16 - 24

0112ONSC01.PPT 68

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident they could kill the driver ”
%
100 80 60 40 20 0 Aug '99 Oct '99 Feb '00 Mar '00 Sep '00 Feb '01 Drivers Adults Adults 16 - 24

% agreeing strongly

0112ONSC01.PPT 69

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident they could kill the driver ”
%
100 80 60 40 20 0 Jun '98 Jul '98 Oct '98 Apr '99 Oct '99 Mar '00 Sept '00 Feb '01

% agreeing strongly
Launch TV Radio Radio

Drivers Adults Adults 16 - 24

0112ONSC01.PPT 70

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident they could get seriously injured ”
%
100 80 60 40 20 0 Aug '99 Oct '99 Feb '00 Mar '00 Sep '00 Feb '01 Drivers Adults Adults 16 - 24

% agreeing strongly

0112ONSC01.PPT 71

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
“If passengers in the back of a car don‟t wear a rear seat belt and the car is in an accident they could get seriously injured ” % agreeing strongly
100 80 60 40 20 0 Jun '98 Jul '98 Oct '98 Apr '99 Oct '99 Mar '00 Sept '00 Feb '01
0112ONSC01.PPT 72

% Launch

TV

Radio

Radio

Drivers Adults Adults 16 - 24

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS
- Acceptability of Not Wearing a Rear Seat Belt % considering extremely unacceptable
%

100 80
Launch Cinema Radio TV

Radio

60 40

Drivers Adults Adults 16 - 24

20 0 May '98 Aug '98 Nov '98 Feb '99 Apr '99 Jul '99 Oct '99 Jan '00 Mar May '00 '00 Jul '00 Aug '00 Sep '00 Oct '00 Jan '01

0112ONSC01.PPT 73

ROAD SAFETY CAMPAIGN TRACKING HIERARCHY OF BEHAVIOUR
% considering it extremely unacceptable (12 month average)
%
Driving without motor insurance Shoplifting Not wearing a seat belt in the front of the car Using a mobile phone whilst driving Driving after drinking 2 pints Carry on driving when too tired Not wearing a seat belt in the back of a car Driving at 40mph in a 30mph area Illegal parking on double yellow lines Base: All drivers

93 90 79 71 71 58 56 43 43

0112ONSC01.PPT 74

ROAD SAFETY CAMPAIGN TRACKING REAR SEAT BELTS

  

Modest level of publicity awareness
Strong impact on knowledge of consequences Some campaign influence on unacceptability rating

0112ONSC01.PPT 75

THINK CHILD SEAT RESTRAINTS!

0112ONSC01.PPT 76

ROAD SAFETY CAMPAIGN TRACKING CHILD SEAT RESTRAINTS 2001
  

Radio - Phillipa Forrester 5 - 11 Feb 2001 Spend £120, 000



Fieldwork: 7 - 11 February 2001 7 - 11 March 2001

0112ONSC01.PPT 77

ROAD SAFETY CAMPAIGN TRACKING CHILD SEAT RESTRAINTS 2001
- Spontaneous Awareness of Publicity % 54

All drivers
50 Feb '01 Mar '01 59

Parents of children aged 0 - 4
55

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MOBILE PHONES

0112ONSC01.PPT 79

ROAD SAFETY CAMPAIGN TRACKING MOBILE PHONES

    

Spontaneous awareness of publicity Advertising recognition Perceived danger Driver and personal action Acceptability

0112ONSC01.PPT 80

ROAD SAFETY CAMPAIGN TRACKING DRIVERS USING HAND HELD MOBILE PHONES WHILE DRIVING
- Spontaneous Awareness of Publicity %

100
Press

TV

80

60 All drivers Male drivers under 35 40

20

0 Mar Apr Dec Jan Feb May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar '98 '98 '99 '00 '00 '00 '00 '00 '00 '00 '00 '00 '00 '01 '01 '01
0112ONSC01.PPT 81

ROAD SAFETY CAMPAIGN TRACKING MOBILE PHONES 2000
- Advertising recognition -

%

All drivers

31

Male drivers under 35

40

0112ONSC01.PPT 82

ROAD SAFETY CAMPAIGN TRACKING MOBILE PHONES
- Perceived degree of danger of using hand held mobile phones while driving Jun '97 Mar '98 Apr '98 (1228) (1271) (1180) Jun '97 Mar '98 Apr '98 (214) (213) (201) 28

Extremely dangerous Very dangerous % Quite dangerous Not dangerous

47

37

43

Extremely dangerous Very dangerous %

33

30

33

39

42

33

42

41

Quite dangerous Not dangerous 30 4 26 7 24 4

18

17

15

Base: All male drivers under 35 Base: All drivers
0112ONSC01.PPT 83

ROAD SAFETY CAMPAIGN TRACKING MOBILE PHONES
- Driver and Personal Action to Avoid Road Accidents 100 80 60 40 20 0 Apr '00 Driver action Personal action

%

% Saying “Don‟t Use Mobile Phones”

May '00

Jun '00

Jul '00

Aug '00

Nov '00

Dec '00

Jan '01

Feb '01

Mar '01

0112ONSC01.PPT 84

ROAD SAFETY CAMPAIGN TRACKING DRIVERS USING HAND HELD MOBILE PHONES
- Acceptability %
100 80 60 40 20 0 May Aug Nov Feb Apr Jul Oct Jan Mar May Jul Aug Sep Oct Jan '98 '98 '98 '99 '99 '99 '99 '00 '00 '00 '00 '00 '00 '00 '01

% Considering it Extremely Unacceptable

Drivers Male drivers under 35

0112ONSC01.PPT 85

CHILD ROAD SAFETY

0112ONSC01.PPT 86

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000 - 2001
 

TV Campaigns: King of the road (15 July - 20 Aug)


  

Green Man (22 July - 20 Aug)
Staying Alive (21 -27 Oct) Glow in the dark (28 Oct - 5 Nov) Staying Alive and Glow in the Dark (27 Dec - 2 Jan and 17 - 23 Feb)
0112ONSC01.PPT 87

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000 - 2001


 

Spontaneous awareness of publicity
Spontaneous recall of publicity Prompted advertising recognition

0112ONSC01.PPT 88

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000 - 2001
- Spontaneous Awareness of Publicity %

100

80
TV TV TV TV

60

40

Parents of 5 - 10 year olds All parents All drivers

20

0 Jun '00 Jul '00 Aug '00 Sep '00 Oct '00 Nov '00 Dec '00 Jan '01 Feb '01 Mar '01

0112ONSC01.PPT 89

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000 - 2001
- Spontaneous Awareness of Publicity % 34 33 37 37 35 39 42 42 44

All drivers

Post, 1998 Post, 1999 Sept 2000 Nov 2000 Jan 2001 Mar 2001

All parents

45 47 47 44

48

Parents of 5 - 10 year olds

41 45

52 52

0112ONSC01.PPT 90

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000
- Spontaneous Recall of Publicity %

Total campaign recall About hedgehogs Stop look and listen Hedgehogs crossing road “Staying Alive” song General crossing the road messages
5 9 5 18 20 9 8 28 33

47 54

Aug (King) Nov (Stay alive)

Base: All parents who have seen or heard child road safety publicity

0112ONSC01.PPT 91

ROAD SAFETY CAMPAIGN TRACKING CHILD ROAD SAFETY 2000
- Prompted Recognition of TV Ad -

41

All drivers

47
52

All parents

62 63
72

Parents with children 0 - 4

65 68
72

Oct '99 (King) Aug '00 (King) Nov '00 (Stay alive)

Parents with children 5 - 10

64 67
71

0112ONSC01.PPT 92

Child Road Safety Research Hedgehogs Campaign November 2000

0112ONSC01.PPT 93

Child Road Safety Tracking



Questions asked on Carrick James Children Omnibus Face-to-Face in-home interviews with c. 700 714 year olds Fieldwork: November 2000





0112ONSC01.PPT 94

Awareness of publicity

70 60 50 40 30 20 10 0

54 47 Sep-00 Nov-00 11

%

TV
Base: All children 7 - 14 (724)

Poster in School

Neither Seen

0112ONSC01.PPT 95

Awareness of publicity

70 60 50 40 30 20 10 0

54

58 47 37 23 11 Sep-00 Nov-00

%

TV
Base: All children 7 – 14 (724)

Poster in School

Neither Seen

0112ONSC01.PPT 96

Spontaneous recall of advertising

80 60

67 69

%
40 20 0
Any Campaign Staying Alive
Base: All children 7- 14 (724)

38 25 7
Glow in the Dark Either ad, not clear which

Sep-00 Nov-00

0112ONSC01.PPT 97

Prompted recall of TV ads

80

79 78 79

84 85 84

%

60 40 20 0
Staying Alive Glow in the Dark King of the Road

31 35

26

All children Boys Girls

Base: All children 7-14 (724)
0112ONSC01.PPT 98

Main message of Staying Alive ad

Stop, Look, Listen or Live Be Careful Cross the Road Safely Look before you cross Look both ways

28 21 15 15 18 8 0 11 20 30 40 50 27 26

53

Nov-00 Sep-00

10

60

%
Base: All who have seen TV ad (568)
0112ONSC01.PPT 99

Main likes about Staying Alive ad

Song Hedgehogs It's fun It's a cartoon Cute Nothing

33 33 29 18 7 7 5 7 9 0 10 13 20 30 40 27 33 Nov-00 Sep-00

%
Base: All who have seen TV ad (568)
0112ONSC01.PPT 100

Attitudes towards Staying Alive ad (1)
Easy to understand Told me something important Style was good Reminds about crossing the Road 84 87 90 91 89 95 96

88

75
Sep-00 Nov-00

80

85

90

95

100

%
0112ONSC01.PPT 101

Base: All who have seen TV ad (568)

Attitudes towards Staying Alive ad (2)
Funny Liked Music Enjoyable One of Favourite ads Boring Annoying 12 13 11 10 48 45 83 83 80 83 Nov-00 Sep-00

70 70

0
Base: All who have seen TV ad (568)

20

40

60

80

100
0112ONSC01.PPT 102

%

How to be seen when it‟s getting dark

0112ONSC01.PPT 103

Awareness of correct procedure (1)
Reflective clothes Bright/Reflective arm band Glow in the dark clothes Any mention
15 15 15 19 12 15 61 59 60 41 42 41

Girls Boys Total

0
Base: All children 7 – 14 (724)

10

20

30

40

50

60

70
0112ONSC01.PPT 104

%

Awareness of correct procedure (2)
45 42

Bright Clothes Carry Torch Reflective Trainers/Shoes
4 5 8 7 7 20 20 20

38

Girls Boys Total

Bag with Reflective strips Don't know
4 3 4

5

0
Base: All children 7 - 14 (724)

10

20
%

30

40

50
0112ONSC01.PPT 105

Claimed procedure (1)
Reflective clothes Bright/Reflective arm band Glow in the dark clothes Any mention
5 4 5 8 8 8 24 26 25 14 17 15

Girls Boys Total

0
Base: All children 7 – 14 (724)

5

10

15 %

20

25

30
0112ONSC01.PPT 106

Claimed procedure (2)
Bright Clothes Carry Torch Reflective Trainers/Shoes Bag with Reflective strips
7 8 8 16 18 17 16 15 16 26 29 33

Girls Boys Total

0
Base: All children 7 – 14 (724)

5

10

15
%

20

25

30

35
0112ONSC01.PPT 107

OPINION OF LOCAL ROAD SAFETY MEASURES APRIL 200 - FEB 2001

0112ONSC01.PPT 108

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- 20mph Limit Around Schools April 2000 (1224) May 2000 (1199) June 2000 (1242) Feb 2001 (1190)

Very good idea Quite a good idea Neutral Bad / very bad idea %

68

72

70

77

26

22 4

25

18

Base: All drivers

0112ONSC01.PPT 109

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- Speed Bumps in Residential Areas April 2000 (1224)
30 Very good idea Quite a good idea Neutral Bad idea Very bad idea 6 18 11 % 34 34 7 18 9 31 6 18 12 32 6 19 12

May 2000 (1199)
31

June 2000 (1242)

Feb 2001 (1190)
31

33

Base: All drivers

0112ONSC01.PPT 110

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- Cameras to Catch Speeding Motorists April 2000 (1224) May 2000 (1199) June 2000 (1242) Feb 2001 (1190)

39 Very good idea Quite a good idea Neutral Bad idea Very bad idea % 40 6 10 5

39

43

49

40

37 5 6 5

31 7 8 5

8 9 5

Base: All drivers

0112ONSC01.PPT 111

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- Cycle Lanes April 2000 (1224) May 2000 (1199) June 2000 (1242) Feb 2001 (1190)

48 Very good idea Quite a good idea Neutral Bad / very bad idea 6 10
Base: All drivers

49

48

50

% 36 35 6 11 28 10 11

37 7 7

0112ONSC01.PPT 112

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- 20mph in Residential Areas April 2000 (1224)
31 Very good idea Quite a good idea Neutral Bad idea Very bad idea 11 19 5
Base: All drivers

May 2000 (1199)

June 2000 (1242)

Feb 2001 (1190)

34

38

42

%

34

35 13 15

32 8 18

30 10 14 4

0112ONSC01.PPT 113

ROAD SAFETY CAMPAIGN TRACKING OPINION OF LOCAL ROAD SAFETY MEASURES
- % thinking a “quite good” or “very good” idea %

Apr „00 20 mph limit around schools Feb „01 Cycle lanes Apr „00 Feb „01

26 18 36 28 40 31 34 30 34 32

68 77 48 50 39 49 31 42 30 31 65 72 64 63 78 79 78 84

94 95

Speed cameras Apr „00 Feb „01 20 mph in residential areas

Apr „00 Feb „01

Speed bumps Apr „00 Feb „01

Quite good

Very good
0112ONSC01.PPT 114

Base: All drivers

AD HOC SURVEYS 1997 - 2000

0112ONSC01.PPT 115

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Purpose of Head Rests, 1997 %

Prevent neck / whiplash / head injury in accidents
67

76

25
Making driving more comfortable
19

All adults All drivers

Don‟t know

10
8

0112ONSC01.PPT 116

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Correct Height for Head Rest Prompted with Picture (1997) % 68

Back of head
71

All adults All drivers 20

Hairline
20

0112ONSC01.PPT 117

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Perceived Most Likely Cause of Accidents to Pedestrians (1997) %
Drivers going too fast in areas where there are likely to be pedestrians

53 55 47 46 45 46 43 43 38 39 20 20 16 17 14 15 13 11
0112ONSC01.PPT 118

Drivers who have been drinking
People stepping into road without looking Drivers being distracted / not paying attention People crossing between parked cars / behind buses

All adults All drivers

People not paying attention to what they‟re doing
Drivers not looking out for pedestrians Pedestrians misjudging how fast a driver is going People running across the road

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Whether know someone killed or seriously injured in a road accident (1997) Adults % PERSONALLY KNOW: Yes, killed Yes, seriously injured No, neither HEAR INDIRECTLY: Yes, killed Yes, seriously injured No, neither Drivers % Young male drivers %

28 20 55

31 23 52

37 29 41

44 23 39

49 25 35

55 27 28

0112ONSC01.PPT 119

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Support for idea of raising driving age to 18 (1999) All adults (2000) All drivers (1173) All parents (662) All adults 16-34 (642)

38 Strongly support Support Neutral / DK Oppose Strongly oppose

34

34

29

%

20 21 12 9

21 23 14 8

21 23 13 9

20 22 16 13

0112ONSC01.PPT 120

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Support for one year gap between getting provisional licence and taking a driving test (1999) All adults (2000) All drivers (1173) All parents (662) All adults 16-34 (642)

40 Strongly in favour Slightly in favour Neutral / DK Slightly against Strongly against

37

37

33

% 22 13 12 13

24 10 14 15

23 10 14 16

23 10 16 18

0112ONSC01.PPT 121

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Support for moving clocks forward one more hour throughout the year (1999 - 2000) Aug '99 (2000) 23 13 % Neutral / DK Slightly against Strongly against 27 14 23 Mar '00 (2000) 23 14 27 16 12 20 14 24 18 Mar '00 (taking into account road safety)

Strongly in favour Slightly in favour

32

Base: All adults

0112ONSC01.PPT 122

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- New Year‟s Eve Intentions (Nov ‟99) -

 

Going out

33% of GB adults

Getting back by car: 5% of GB adults 7% of GB drivers



Driving back

4% of GB drivers

0112ONSC01.PPT 123

ROAD SAFETY CAMPAIGN TRACKING AD HOC SURVEYS
- Support for lowering legal limit for drinking and driving to less than one pint of beer %

100

% in favour of this or lower limit

80

60 40

20

0 Jul '97

Aug '97

Feb '98

Mar '98

Apr '98

May '98

Jun '98

Sep '98

Feb '99

Base: All drivers

0112ONSC01.PPT 124


								
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